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Starbucks is one of the largest known coffee distributors within the United States. Their mission statement is “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time”. Their objective is to be one of the most well known and respected brands around the world. With 21,366 stores around the world, operating in 65 countries, they are a major company that has influence on the economy in the United States and around the world (Starbucks 2015).

Seattle based, Starbucks Corporation is the leading coffeehouse chain in the world. The company has its operations in more than 44 countries. The main products offered by Starbucks various kinds of drinks, snacks, coffee beans. The company also operates in the field of marketing of music, books (The Company, 2008).

The baby boomer generation is retiring. This means spending by older consumers will decrease. Now, Starbucks will have to tap the Gen X and the Millennials as customers.

Evolving customer base: Starbucks’ newer customers tended to be younger, less well-educated, and in a lower income bracket than Starbucks’ more established customers.

Starbucks is really well known and also believed to be the leading coffee company in the universe. Starbucks is the one of the successful examples to build a good reputation through social media. Starbucks heavily promotes ethical practices throughout the media to create a halo effect. So, Starbucks gains customer’s trust. Starbucks has put different types of Sales Promotion across the country and other nations with hopes of motivating more customer to purchase, especially in times of economic hardships where people are less likely to buy. The coffee company uses all forms of different sales promotion. For instance, Starbucks offered 50% off Frappuccino from 3pm until 5pm on 6 May 2015 in Malaysia. This promotion is

Starbucks is a strong competitor in the service sector and a leader in the gourmet coffee industry. With a continued growth rate in store openings and maintaining successful profitability of its operations, Starbucks has demonstrated its ability to sustain a reliable and steady growth. Starbucks’ ability to contend with the vulnerability to current financial threats such as economic recession, higher interest rates, and global competition, is constantly proven by its incomparable brand image, its continual product innovations, and its exceptional customer service. This

Starbucks is a worldwide coffee retail chain that spends significant time in coffee and other related refreshments. The organization prepares and sells meals, coffee, tea drinks and an assortment of new sustainable products, through stores. The organization likewise licenses its trademark through different channels, for example, authorized stores, basic need and national foodservice accounts.

Starbucks is one of the most recognized brands in the world. Since 1971 Starbucks has become synonymous with coffee which they used to embody the brand and create a lifestyle behind it. Starbucks wants the world to know they have more to offer than coffee and are committed to meeting the needs of society. “We’re not just passionate purveyors of coffee, but everything else that goes along with a full and rewarding coffeehouse experience. It’s not unusual to see people coming to Starbucks to chat, meet up or even work” (Starbucks). In addition to coffee Starbucks locations keep a customer base by offering free Wi-Fi, music, and partnerships with Barnes and Nobles throughout the country. Starbucks is aware that competition is gaining ground

Starbucks Corporation (Starbucks) is a specialty coffee retailer of hot and cold beverages, coffee-related accessories, complementary food items, teas, and other non-food related products. Starbucks has retail stores in 39 countries and about 146,000 employees. The company operates primarily in the United States (U.S.) with headquarters in Seattle, Washington (Starbucks, 2007).

The child of post war America era is resigning. This implies spending by more established shoppers will diminish. Presently, Starbucks will need to tap the Gen X and the Millennials as clients.

The Starbucks Company is a purveyor of gourmet coffee that was founded in 1971 at Seattle’s Pike Place Market (Retrieved March 10, 2015, from http://www.starbucks.com/about-us/company-information). At that time Starbucks was a single storefront that offered premium, fresh roasted whole bean coffees. Since opening that single store Starbucks has grown to an international presence with branding that is recognizable worldwide. In addition, Starbucks has increased their product line beyond hot and cold coffee beverages to include hot and cold teas, packaged whole bean and ground coffees, high quality, fresh foods and coffee making equipment and supplies. Starbucks operates a total of 19,767 company operated and licensed stores and operates in 62 countries. In addition to the Starbucks’ brand the company also owns and operates other well-known brands such as Teavana and Seattle’s Best Coffee. (Retrieved March 10, 2015, from http://news.starbucks.com/uploads/documents/Starbucks_Fiscal_2013_Annual_Report_-_FINAL.PDF)

The situation today is continuing to get more and more challenging. Many of the core customers Starbucks relied on so much as it was growing are now becoming more and more cynical with the brand image and reputation. To these local coffee shop goers, the

Agile Development—an information systems development process that emphasizes flexibility to anticipate new requirements during development

Despite or because of its ubiquity in nearly every city in America, Starbucks is currently facing an existential crisis. On one hand, it began as a relatively democratic company, with a green image. All Starbucks workers, even part-time employees receive benefits. Starbucks brought the coffeehouse experience of Europe to the United States in an accessible manner. However, its success, relatively high prices, and market-saturation strategy has provoked hostility in the young, hip, urban (or urban-identified) demographic that makes up the core of its consumer base.

needs. Starbucks has been constantly introducing new product such as VIA flavored coffees. They also